With every new year comes new challenges and new opportunities for your business. 2025 is no exception! On top of having to make sure that your products, services, and pricing is competitive, you need to make sure that you’re staying up to date with the best way to stay in front of your current and potential customers. The marketing strategy decisions that you make can have lasting impacts on your business, for better or worse. That’s why you need to understand what tools are available to you, how to take advantage of those tools, and figure out a marketing plan that makes the most sense for your business.
Google Listings & SEO
It sounds basic, but a lot of businesses overlook this giant opportunity. Are you collecting 5-star reviews on your Google profile? Is it up to date with the right information for your business? Are you posting photos of your products, services, and team members to stay relevant through your listing? Do you have your products, services, and industry category updated to make sure you are reaching the right people? All of these simple updates can combine to create tons of free visibility for your business. And much like your website, your Google listing is an asset that compounds in value over time. The more work you put into it and the more happy customers you get reviewing your profile, the greater the result that you’ll see coming from your Google listing.
Retargeting
You have hundreds, if not thousands of people that visit your website every month. But where do they go after they’ve visited your website? According to Ember Tribe, 95% of people that visit your website never come back. That means that for every 20 people that visit your homepage or other parts of your website, only one of them will come back on their own! That’s why retargeting is so important.
Make sure you have your Facebook Pixel, LinkedIn Insight Tag, and Google tracking installed on your website so you can build your audience of website visitors and advertise to them when appropriate! If you have specific offers, product pages, and checkout links, make sure to create separate audiences for those individual pages so you can show ads to people based on the part of your business that they’re interested in. If someone is checking out your products and services, that usually means that they’re mid or high-intent. And if they drop off without any follow up, that just means missed revenue for your business!
And the best part about retargeting is that you don’t need much in ad spend to bring in great returns for your business. When you’re only targeting a couple hundred or a couple thousand people, you may only need to spend $500 a month whereas campaigns to acquire new customers might cost you thousands to tens of thousands for a similar time frame.
Email Marketing
People hate on email marketing because open rates can be low, and its younger sister, texting campaigns, are much flashier and tend to bring in better results. Here are a couple reasons why you should take your email marketing seriously.
Both Hubspot and Mailchimp agree that companies (particularly in business industries) see about a 34% open rate on their email campaigns. But we’ve also seen email campaigns go out that have 40-70% open rates. It all comes down to how relevant your subject lines are, if the information is actually relevant to your email audience, and how valuable the information is.
Unlike social media, YouTube, and your Google listing, you own your email audience and it’s an important asset of your business. Your competitors may be able to reach your core audience in other ways, but your email list is unique to you. Even if it’s just once a week, make sure that you’re sending out information that educates your email list on how you can help them, what they need to know about what you do, and anything else that may be useful to them when they’re thinking about working with your industry. It’s not rocket science, let people know what they need to know and why you’re a trusted business to work with!
Text Campaigns
Texting campaigns can be one of the biggest opportunities for your business in 2025. But make sure you have the right processes in place to stay compliant.
You want to use text blasts sparingly, as sending too many within a given week will cause people to unsubscribe and you’ll lose some of your audience. But you can use text messaging to remind people that they left items in checkout on your website, that you have an upcoming event, or that there’s a limited time offer that they can take advantage of if they act quickly.
On your website or other areas that you may collect people’s phone numbers for text campaigns, just make sure that you have an appropriate disclaimer that covers your rights to use their number for text campaigns, something along the lines of “By submitting this form you consent to receive SMS/Text messages from our business.” But make sure that you consult your attorney to get their recommendation on what you need for your specific business.
LinkedIn has been making a resurgence in recent years with so much of Facebook and Instagram’s feeds and other content placements getting filled up with ads and other sponsored content pieces. LinkedIn is also much less competitive than other social networks, with many businesses choosing to focus on flashier platforms like TikTok, Facebook, and Instagram. Post on your personal account, invite connections to follow your company page, and use this platform to educate your audience! Stay consistent and you’ll see better results than the vast majority of companies on the platform.
Conclusion
There’s a lot to navigate in today’s marketing environment, but the most important priority for your business is to create a plan and stick to it. Pivot when you need to, but consistency beats occasional excellence all the time.
For more great articles on how to keep your business competitive in 2025, make sure to check our blog for more information! Or get in touch with us here!